可口可乐中国市场竞争战略改进研究

发布时间：2018-10-26 06:50

【摘要】：目前外资进入中国的不少，但是做的像可口可乐那样，既成为行业领头羊，又在消费者心中建立崇高企业形象，其发展触角深入整个中国的企业，仅此一家。这和它根据中国市场制定和实施的竞争战略，有极大的直接联系。这不仅体现出可口可乐中国管理层非同一般的战略改进水平，更证明了可口可乐有强大的战略实施保障。这恰恰是我们中国同类企业所欠缺的。他们想要真正做大做强，走出国门，尤其是在欧美市场立足，就必须学习可口可乐的经验。这就是我这篇论文的意义。第一章是绪论。主要介绍研究背景和研究意义，竞争战略有关理论文献综述和研究内容。尤其着重介绍了我的研究创新点—不仅利用目前普遍应用的PEST环境分析、SWOT分析等工商管理学中偏重于管理方面的理论工具，还利用了工商管理学中管理和心理兼重的理论：如马斯洛的需求层次理论、梅约通过著名的霍桑实验得出的社会人理论、士气理论、非正式群体理论、人际关系型领导者理论等久经考验的有效工具。除此之外，为了分析可口可乐一方商业行为的心理动机和中国不同消费者群体购买可口可乐产品的心理动机，我还引入了商业心理学的实验方法和潜意识在消费中的指导作用理论。这是文章的理论基础和分析框架。第二章主要对可口可乐在华发展问题进行了分析。问题既有可口可乐的特殊身份造成的，也有初始战略不足或失误造成的，也有近年来频发的丑闻造成的。第三章首先对可口可乐公司在华外部环境进行分析并对中国软饮料产业环境和可口可乐改善外部环境的努力进行了评价。然后对可口可乐所处的软饮料产业环境进行了分析。最后对可口可乐进行了核心竞争力分析和SWOT分析。得出了可口可乐的核心竞争力是品牌价值和饮料保密配方。第四章主要是可口可乐在华战略实施及保障。可口可乐的产品战略让它生产出高度迎合消费者心理的产品。可口可乐的渠道战略让可口可乐的产品在中国无所不在。可口可乐的促销战略激发了消费者购买动机、诱发消费者情感共鸣。可口可乐的价格战略集中体现为“买得起”。可口可乐的文化保障主要体现在先进性、普世性和中国化上。制度保障主要体现在人事管理的战略导向上。最后，在总结中，，我就可口可乐和国内同类企业在企业文化、制度、战略方面的差异进行对比，进一步肯定了可口可乐的可取之处。国内企业必须大力构建企业文化、完善管理制度、重视战略的长期性和务实性、尊重不同顾客的心理需求、才能像可口可乐一样，成为不同国家和文化的宠儿。只有向可口可乐学习，中国的软饮料业才会诞生出像可口可乐那样既大又强的跨国巨头。
[Abstract]:At present, a lot of foreign investment has entered China, but like Coca-Cola, it has become an industry leader and has also established a noble corporate image in the minds of consumers, and its development has reached all of China's enterprises, and this is the only one. This is directly related to the competitive strategy it makes and implements according to the Chinese market. This reflects not only the unusual level of strategic improvement of Coca-Cola 's management in China, but also the strong strategic implementation guarantee of Coca-Cola. This is precisely what our Chinese counterparts lack. If they want to be big and strong and go abroad, especially in Europe and the United States, they must learn from Coca-Cola 's experience. This is the meaning of my paper. The first chapter is the introduction. This paper mainly introduces the research background and significance, the literature review and research content of competition strategy. In particular, it focuses on the innovation of my research-not only using the commonly used PEST environment analysis, SWOT analysis and other business administration emphasis on the management of theoretical tools, It also makes use of the theories of management and psychology in business administration, such as Maslow's theory of hierarchy of needs, Mayo's theory of social person, morale theory, informal group theory through the famous Hawthorne experiment. Interpersonal leadership theory and other proven effective tools. In addition, in order to analyze the psychological motivations of the Coca-Cola side's business behavior and the purchase of Coca-Cola products by different groups of consumers in China, I also introduced the experimental methods of business psychology and the theory of subconscious guiding role in consumption. This is the theoretical basis and analytical framework of the article. The second chapter mainly analyzes the development of Coca-Cola in China. The problems are caused by Coca-Cola 's special identity, initial strategic inadequacies or missteps, and frequent scandals in recent years. The third chapter firstly analyzes the external environment of Coca-Cola Company in China and evaluates the environment of soft drink industry in China and the efforts of Coca-Cola to improve the external environment. Then the soft drink industry environment of Coca-Cola is analyzed. Finally, the core competitiveness of Coca-Cola and SWOT analysis are carried out. The core competitiveness of Coca-Cola is brand value and beverage secret formula. The fourth chapter is mainly about the implementation and guarantee of Coca-Cola 's strategy in China. Coca-Cola 's product strategy allows it to produce products that are highly responsive to consumer psychology. Coca-Cola 's channel strategy makes Coca-Cola 's products ubiquitous in China. The promotion strategy of Coca-Cola inspires the consumer to buy the motive, induces the consumer emotion resonance. Coca-Cola 's price strategy is concentrated in "affordable." Coca-cola's cultural guarantee is mainly embodied in its advanced nature, universality and Chinese characteristics. System guarantee is mainly reflected in the strategic direction of personnel management. Finally, in the summary, I compare the differences of corporate culture, system and strategy between Coca Cola and similar domestic enterprises, and further confirm the merits of Coca-Cola. Domestic enterprises must construct corporate culture, perfect management system, attach importance to the long-term and practical nature of strategy, respect the psychological needs of different customers, and become the favorite of different countries and cultures just like Coca-Cola. Only by learning from Coca-Cola can China's soft drinks industry produce a multinational giant as big and powerful as Coca-Cola.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.82

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